Cloud CTO Hire Differentiation SEM 
Startup Lessons Learned
SEPTEMBER 22, 2008
In this model, you take some fraction of the lifetime value of each customer and plow that back into paid acquisition through SEM, banner ads, PR, affiliates, etc. For example, its always nice to have someone constantly optimizing your SEM accounts, driving down your CPA. One last thought.
Startup Lessons Learned
SEPTEMBER 15, 2008
That requires deep value creation that is difficult to do when everyone is using the same tools, even in different ways -- value requires differentiality which requires protection as soon as someone spots the value creation, for it will be copied soon thereafter. How to listen to customers, and not just the loud.
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